Seller Spotlight: How One Education Business Successfully Shifted Their Focus To The Homeschool Market



Last month we had the opportunity to tour Know Yourself’s headquarters in Oakland, California. Their team is working on some interesting projects to boost sales and attract homeschoolers that we think you should know about!  Through this post, you will get a glimpse of their creative working space and how they have shifted their focus to reaching homeschoolers, which ultimately led to a 78% increase in sales on Educents.

Know Yourself is on a mission to prepare young people to understand their self worth through innovative content about anatomy, physiology, and psychology. Their team creates beautiful graphic books and subscription kits for all ages which teach children about themselves.  The founder, Nancy Howes, originally started the idea as a personal art project that was inspired by her daughters.  Fast forward to today and Nancy has a full team of creative geniuses who are using their talents to help kids understand who they are.  They also give back — As a public-benefit Corporation (PBC), they have committed to donating 5 percent of annual post-tax profits to organizations supporting the local community, the arts and education.




Visiting Know Yourself’s Headquarters

Know Yourself’s office space is in the heart of Oakland with an abundance of light and growing plants that live between their desks from floor to ceiling. Artwork from their employees and products hang alongside the walls, which include ideas for future curriculum.   It was so inspiring to see their storyboarding process from start to finish for their upcoming subscription kits and we’re really excited to see their new products come to life!


“Our office had to support the diverse creative energy that makes up our team at Know Yourself. In retrospect, it’s no surprise we transformed the old space that had been empty for almost a decade before we came. We are in the business of transformation! Transformation of an old but worthy idea like “Know Thyself” to the forefront that it deserves; transformation of the ultra-fun medium of the comic and graphic novel into mainstream educational material, and an open invitation for all to dare to transform themselves into people who live a deliberate life.” – Nancy Howes, CEO and Founder of Know Yourself.




Shifting Focus to Homeschoolers

The team recently began focusing on targeting the homeschool market and has seen huge success.  They reached out to us earlier this year to get their customer breakdown and found that 77% of their buyers identified as homeschoolers.  As a result, they decided to invest in marketing to reach these segments specifically.  Our team at Educents worked with them to strategize and tackle the homeschool market together through the below steps:

  • Create an Attractive Deal:  One key change they implemented was how they package their products.  Through our research and experience with the homeschool market, homeschoolers love purchasing bundles and they especially love saving.  With this in mind, we worked with the Know Yourself team to create a four book bundle for the price of three.
  • Optimize the Listing: We also made sure the product was optimized for search by including keywords in the title and description, such as “Science”, “Anatomy”, and “Bundle”.
  • Boost Marketing:  As part of their investment, we created a blog post and targeted our homeschool market via email notifying the Educents community about the new deal.  As a result, their sales increased by 78% the week of the campaign.
  • Target the Audience:  Through offline marketing efforts, Know Yourself attended one of their first big homeschooling conferences, the HSC Conference, organized by the Homeschool Association of California.  Know Yourself’s Director of Marketing, Carolina Altamirano, said it was a great way to meet homeschoolers firsthand and to learn about homeschoolers’ needs in person.


“By engaging with different homeschooling communities, we got to know a wonderful audience that shares our motivations and values. Homeschooling parents are an open minded audience that have quickly embraced our products because they are fun, memorable, and exciting tools to teach science. Most importantly, our focus is Self Literacy, which ultimately will help kids improve their self-esteem.” – Nancy Howes, CEO and Founder of Know Yourself.





Needless to say, Know Yourself has been a great partner and seller on Educents.  We’re looking forward to seeing what products they come out with next and we’re excited to continue engaging the homeschool market with them!



About the Blogger

Hillary UngsonHillary is an Account Manager on Educents’ Operations team. She previously worked in the event world where she helped event organizers increase their online sales. Hillary joined Educents because she loves working with the seller community and is passionate about businesses who are improving education and learning.



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